Research On Innovative Design Of Animation Intellectual Property

With the economic development and the improvement of people’s living standards,the needs of the masses are no longer traditional basic life quality but turn to seek spiritual needs.Cultural industry has various expressions,in which the animation industry with multiply themes,widely acceptance,become an important part of the cultural industry’s development.Through many years of development,the United States,Japan and other countries have exported animation IP productions to the world,created economic values and promoted own culture values,enhanced cultural influence.Many familiar Chinese literary productions,historical events and classic stories has come down from over thousands of years such as Journey to the West and Romance of the Three Kingdoms,these stories have influenced contemporary Chinese people deeply.With the development of the internet industry and technical,Chinese animation has developed from the past "cheap and poor" production to a high level of production such as Monkey King-Hero is Back,White Snake and Ne Zha.American and Japanese animation are extraordinary competitive,whereas Chinese animation still has long way to go,especially it should enrich the plot,enhance cultural influence and establish industrial chain.This paper aims to sort out the successful experience of IP building domestic and overseas,starting with the feasibility of developing domestic animation IP products,exploring the development prospects and value about domestic cultural IP and derivatives.By combing the United States,Japan and other animation IP competitive countries in the field of animation IP development,summarizing the successful experience to enlighten and reference significance to China and trying to put forward the development mode of domestic IP which should pay more attention to its development,grasp cultural connotation and derivative content,and gradually establish IP industry chain with cultural characteristics.In the Spring Festival Gala of Henan TV in 2021,the dance show Night Banquet in Tang Palace was created based on the music dance and terracotta figures of the Sui Dynasty’s stored in Henan Museum,which was widely discussed and praised in social media once broadcast.The response of Night Banquet in Tang Palace fully showed the strong influence and market value of traditional cultural IP and also showed the huge market prospect of China.By discussing the cultural and practical significance of IP of creating the Night Banquet in Tang Palace,this paper proposes using peripheral products to maintain the popularity of IP and extract cultural connotation of Night Banquet in Tang Palace,the ultimate goal is to create peripheral products.